Wander-WHAT?

To quote the Urban Dictionary (or just Wikipedia), Wanderlust can be defined as ‘a strong desire for or impulse to wander or travel & explore the world’ – which is basically something lots of NextGen’ers (including me) suffer from. According to a recent Ypulse study, 96% of our generation is interested in traveling and getting out of our comfort zones. We aim to explore the world, discover new places and spend our money on unique experiences (rather than big purchases), which leads to us going on at least 3 or 4 trips a year – the further, the better.

The headlines are not hiding it: natural disasters, extreme weather circumstances and scores of shortages are hitting our planet. The attention for the consequences of global warming is rising and people seem to become increasingly aware of the fact that they might be the culprit behind it all. And this growing conscience is making people prepared to act. But also brands should take this into account and react to this need for action. But how can they do that concretely? The answer seems simple: by integrating durability in their offer. For instance by focusing on the plastics issue and tackling the mountain of plastic waste via recycled or ecological alternatives…

One of the questions we asked in our global cross-generational study to four different generations was “What brand characteristics do you find most important?”. A long list of thirty-two randomized brand items was shown, including being socially engaged and hyper-personalization.

Let’s be honest: in today’s rapidly changing polarized political climate, we do hope that a new young generation of leaders will soon step up to decide which direction the world is heading in, before it’s too late.